CAJ | 학술논문

集群企业通过合作营销有助于实现降低成本，提升竞争优势。本文基于企业的微观视角，运用扎根理论的研究方法，通过案例研究、深度访谈和问卷调查等方式，对集群企业合作营销展开质性分析，推衍出集群企业合作营销的微观影响因素。研究表明，企业合作能力、企业合作经历、企业合作地位和企业外部环境等构成集群企业合作营销的重要影响因素。其中企业合作能力对合作营销的影响最为显著。
집군기업통과합작영소유조우실현강저성본，제승경쟁우세。본문기우기업적미관시각，운용찰근이론적연구방법，통과안례연구、심도방담화문권조사등방식，대집군기업합작영소전개질성분석，추연출집군기업합작영소적미관영향인소。연구표명，기업합작능력、기업합작경력、기업합작지위화기업외부배경등구성집군기업합작영소적중요영향인소。기중기업합작능력대합작영소적영향최위현저。
Cluster enterprises with cooperative marketing can reduce costs , improve the purpose of competitive advantage . This pa-per therefore , employing grounded theory and using methods such as case study in -depth interviews and questionnaire survey , makes a qualitative analysis of inter-firm co-marketing within industry clusters from micro point of view and establishes marketing factors influenc-ing conceptual research framework . The research finds out that the factors which influence inter -firm co-marketing within industry clus-ters are firm cooperation competence , firm cooperation history , firm cooperation position , cluster cooperation environment as well . Firm cooperation competence is the most important aspect among these factors .